I am writing this piece, like many writers before me, in a cafe. I've found a good space, I can watch people from an anonymous vantage point and the coffee is good. In the old days I would be smoking a cigarette as well, but times move on.

Packaging often gets overlooked but is incredibly important to both men and women - I believe this to be a fatal error. As Apple have demonstrated, packaging is everything. From the look, feel and slow seductive movement of opening the box - you are appealing across all senses.